Google Data Analytics Certificate Capstone Project: Case Study 1 — A Junior Data Analyst's Role in Cyclistic's Marketing Analytics Team

Hello and welcome to my first portfolio project after completing the Google Data Analytics course.

Scenario

I am a junior data analyst in the marketing analytics team at Cyclistic, a bike-share company in Chicago. Our marketing director believes that the company's future success depends on maximizing the number of annual memberships. Therefore, our team aims to understand how casual riders and annual members use Cyclistic bikes differently. Based on these insights, we will develop a new marketing strategy to convert casual riders into annual members. However, before implementing our recommendations, Cyclistic executives must approve them. For this, our proposals need to be backed by compelling data insights and professional visualizations.

Characters and Teams

About the Company

Goal

Cyclistic's finance analysts have concluded that annual members are much more profitable than casual riders. Although the flexibility of its pricing plans helps Cyclistic attract more customers, Moreno believes that maximizing the number of annual members will be key to future growth. Rather than creating a marketing campaign that targets all-new customers, Moreno sees a very good opportunity to convert casual riders into members. She notes that casual riders are already aware of the Cyclistic program and have chosen Cyclistic for their mobility needs.

Moreno has set a clear goal: Design marketing strategies aimed at converting casual riders into annual members. However, in order to do that, the team needs to better understand how annual members and casual riders differ, why casual riders would buy a membership, and how digital media could affect their marketing tactics. Moreno and her team are interested in analyzing the Cyclistic historical bike trip data to identify trends.

Three questions will guide the future marketing program:

  1. How do annual members and casual riders use Cyclistic bikes differently?
  2. Why would casual riders buy Cyclistic annual memberships?
  3. How can Cyclistic use digital media to influence casual riders to become members?

My Task

Answer the question: How do annual members and casual riders use Cyclistic bikes differently?

I will prepare a report with the following deliverables:

  1. A clear statement of the business task
  2. A description of all data sources used